Lead quality or quantity: what's your goal?
Hopefully it's a no-brainer that closing deals and generating revenue from leads is directly tied to the quality of the leads you generate. What's the focus of your lead gen programs? And how are you cultivating a stream of sales-ready, high-quality, qualified leads?
Here's an interesting recent study by MarketingSherpa that points to the necessity of optimizing your digital media for organic search as well as ensuring that your PPC search ads are sending visitors to content that delivers on the expectations set by your ad copy.
How to read this chart (from MarketingSherpa: http://www.marketingsherpa.com/article.php?ident=31271)
CHART NOTE: Marketers were asked to rate the quantity and quality of leads generated for each of the search tactic listed at the bottom of each column using the scale shown to the right of the chart. The total percentage of each column reflects those who are using that tactic. For example, 71% of respondents use 'Search engine optimization'. The remaining 29% do not use this tactic.
Comments
I'm sayin'!
Great post. Sometimes it's important to ask the question: what's the point? Too often companies focus on generating "traffic" to their sites without following through to encourage conversion. So you drove a million visitors to your site; how many converted? If people click through and don't find info they're interested in, then what's the point?
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